Sales forecasting methods can only be objective, not subjective.
Viral marketing is a marketing phenomenon that facilitates and encourages people to
pass along a marketing message.
An ethical debate exists that doctors should send their patients to China for treatment
because the cost is lower than in the United States.
The European Union is the most successful regional trade zone.
Geo-location marketing is the use of geographic data to drive marketing messaging and
other marketing decisions.
__________ is the level of competing messages on that medium.
A. Clutter
B. Reach
C. Frequency
D. Impact
E. Noise
The American Marketing Association defines _____ as “a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods or services of one
seller or groups of sellers and to differentiate them from those of competitors.”
A. Brand identity
B. Brand
C. Brand momentum
D. Brand equity
E. Brand symbols
________ is the focus of a product launch marketing plan, because if you can get
consumers to try the product, you can win them over with superior product design,
features, and value.
A. Adoption
B. Trial purchase
C. Interest
D. Evaluation
E. Awareness
Market tests have several drawbacks such as ______.
A. They are costly to administer
B. They can be time-consuming
C. They could give an unrealistic picture of the product’s potential
D. They may allow competitors to formulate a market response before full market
introduction
E. All of these
Roberta’s company, New Home Builders Corp., specializes in designing one-story
homes that have wide hallways and walk-in showers that could accommodate the need
to use a wheelchair or walker, and other amenities that allow couples to remain in their
homes as they age. The company’s strong value proposition has allowed it to maintain
steady market share in a weak housing market. A discussion of this relative advantage
would be included in the ________ section of the SWOT.
A. Strengths
B. Threats
C. Opportunities
D. Strategies
E. Weaknesses
Jenny shops differently when the line at the checkout is too long. This is due to
differences in ______.
A. Personal situations
B. Personal circumstances
C. Physical surroundings
D. Social factors
E. Cultural values
Institutional advertising is often used to ____.
A. Inform
B. Persuade
C. Remind
D. Both inform and persuade
E. Both inform and remind
The best place in a SWOT analysis to identify problems with hurricanes, earthquakes,
major snowfalls, and other natural phenomena is ________.
A. External opportunities
B. External threats
C. Internal opportunities
D. Internal strengths
E. Internal weaknesses
________________ is not part of the promotion mix.
A. Advertising
B. Sales promotion
C. Public relations (PR)
D. Pricing
E. All of these are part of the promotion mix
The rate at which new products become accepted is known as the _________.
A. Product variance process
B. Product sensitivity process
C. Product adoption process
D. Product steering process
E. None of these
The _____________ eliminates many in-house business functions and activities in
favor of focusing only on those aspects for which it is best equipped to add value.
A. Value network
B. Value co-creation
C. Network organization
D. Nimbleness
E. Intermediary
A country that invests heavily in infrastructure, receives investment from foreign
governments, and is attractive to firms seeking first-mover advantage is in the _______
stage of development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption
Services are produced and consumed at the same time and cannot be separated from
their provider. This is the characteristic of _______.
A. Intangibility
B. Perishability
C. Variability
D. Inseparability
E. All of these
An individual moves through stages before adopting a product. The interest stage is
characterized as ________.
A. The stage where customers find they have a passion for the product
B. Having the most significance in the new-product adoption process
C. Where consumers seek out added information about a product for further evaluation
D. The stage where customers feel, see, and touch the product
E. None of these
_________________ refers to sourcing materials and knowledge inputs from external
suppliers to the point at which production begins.
A. Outbound logistics
B. Inbound logistics
C. Reverse logistics
D. Order processing
E. Enterprise resource planning (ERP) systems
Because she knows that no other single product element conveys more information
about the company than the brand, the marketing manager of XYZ Shoes is concerned
with ____ as an integral part of the product development process. Even though XYZ
offers an established product, it is defined, in large measure, by its brand, and the
marketing manager works very hard to protect this critical asset.
A. Marketing imagery
B. Branding strategy
C. Customer perceptions
D. Competitive actions
E. Internal strengths
Brands take on different roles for customers, manufacturers, even competitors. No other
single product element conveys more information about the company. Branding
strategy is an integral part of the product development process because companies
know that successful new products result from a well-conceived branding strategy.
The forecasting method that relies on the analysis of historical data to develop a
prediction of the future is called _________.
A. Time and money analysis
B. Trend by objective analysis
C. Task and objective technique
D. Time-series analysis
E. None of these
The ____ the reach, the _____ the overall advertising campaign will be.
A. Greater; less expensive
B. Greater; more expensive
C. There is no relationship between reach and the cost of an advertising campaign
D. The relationship between reach and the cost of an advertising campaign depends on
many factors
E. None of these